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Lifecycle and Retention Marketing Manager

Mountain View, CA
March 28, 2018

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Geo Catano

Mountain View, California, *****

Mobile No: 408-***-****



SaaS Demand Generation & Lifecycle Marketing

10+ years B2B marketing leader driving customer lifecycle programs for SaaS solutions Marketing leader with proven experience driving strategic lifecycle and retention programs for SaaS companies. Known for creating engaging programs that targets the customers’ journey in support of subscription revenue targets, from registration to onboarding, adoption, upgrades, renewals and retention. Highly knowledgeable across a broad range of demand generation tactics including, Marketing Automation, Email, Content, SEM, Event and Nurture Marketing. Strong understanding of Marketing Operations to track results across A/B testing efforts. International experience includes multi-country marketing campaigns across eleven languages and the negotiation of marketing partnerships. Known as an adept leader at collaborating across organizations, geographies and cultures to lead complex projects to completion. Recognized as a high-potential leader by SAP and evaluated highly by peers, direct reports and managers.


• Lifecycle/Retention Marketing

• A/B Testing

• Lead Funnel Management

• Lead Nurture

• Event Marketing

• Content Marketing

• International Marketing

• Account Based Marketing

• Channel Marketing

• Marketing Automation Strategy

• Spanish (fluent)

• Analytics


• Drove $53 million in directly attributable upgrade, renewal and retention revenue across 11 language markets

• Led pricing rollouts that drove subscription revenue from $550K to more than $100M eight years PROFESSIONAL WORK EXPERIENCE

Strategic Marketing Consultant, Geo Catano Consulting, Mountain View, California, 2017 to Present

• Delivered services to Fortune 500 client to develop a marketing operations infrastructure that delivers insight on marketing and sales funnel (Inquiry, through MQL, SQL to closed deals)

• Wrote marketing plans, defined messaging, positioning and lifecycle marketing strategies, created web content, and optimized launch plans for startups

Writer, Personal Sabbatical, Mountain View, California, 2015 to 2016

• Wrote a novel

Director: Global Customer Lifecycle Marketing, SAP Ariba, Palo Alto, California, 2012 to 2015

• Drove $53M in directly attributable upgrade and renewal revenue through story-rich content that was driven by customer data, rapid A/B testing, and marketing automation technologies

• Maintained a 92% renewal and 70% upgrade rate through rapid iteration of A/B tests and experimentation

• Marketed across 11 language markets to drive customer lifecycle results using email, direct mail, fax, SDR, SEM, social and both physical and online event channels

• Supported a~50% increase in YOY revenue by leading strategic pricing rollouts that required partnering with global leaders to map out local messaging, positioning, content and channel strategies

• Created content library of 600+ assets aligned to the customer journey, including a 550K subscription newsletter for which original content was produced and published in four languages

• Drove messaging to 120 countries through language localization and collaboration with in-country managers

• Led team of 7 marketers to produce innovative customer nurture programs that were recognized by AdAge, SiriusDecisions and the 2014 Modern Marketer Experience Eloqua user conference Geo Catano Page Two

Senior Lifecycle and Marketing Operations Manager, SAP Ariba, Sunnyvale, California, 2005 to 2012

• Drove growth of Ariba Network from 18K users to over 2M through development of GTM strategies, product definition, market research, and international demand generation initiatives

• Drove a lifecycle/retention marketing vision to execute a story driven strategy that was mapped to the buyers’ journey targeting: subscription, adoption, upgrade, renewals, advocates

• Drove a 90% subscription renewal through implementation of a marketing automation infrastructure to secure and retain customers

• Created the marketing operations function, emphasizing marketing automation and integration with SFDC for lead management from top to bottom of funnel

• Was editorial manager for 500K subscription newsletter and social posts based on subject matter expertise OTHER WORK EXPERIENCE

• Subscription Marketing Manager - Rainmaker Systems, Scotts Valley, California, 2004 to 2005

• Demand Generation Manager, Trend Micro Inc., Cupertino, CA, 2003 to 2004

• eBusiness Marketing Manager, Silicon Graphics Inc., Mountain View, California, 2000 to 2003 LANGUAGES

• Spanish (fluent)


• Ad Age BtoB Best, Email Runner Up

• SiriusDecisions 2014 ROI--Branding and Communications

• SAP High Potential Employee-- Global Institute for Leadership Development® (GILD)

• Eloqua Experience 2012 Presenter, Customer Lifecycle Nurturing ACADEMIC CREDENTIALS

• Bachelor's Degree, Film and Communications, University of Oregon, Eugene, Oregon

• MBA, Thunderbird, The American Graduate School of International Management, Glendale, Arizona References furnished upon request

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